Food labels based on theory of planned behavior in Klang Valley

The Theory of Planned Behavior (TPB) is used as a theoretical framework with an objective of

explaining the consumer purchasing behavior which is affected by the uses of food labels for

food products in Klang Valley, Malaysia. 300 respondents representing diverse Malaysian

consumers were obtained using stratified random sampling technique. The study used primary

data collected through self-constructed questionnaires. The study used descriptive analysis,

reliability test and factor analysis to identify the impact of food labels on consumer purchasing

behavior. The overall results which are based on the TPB model indicate that the uses food

labels have positive significance towards the purchasing behavior of consumer.